Journal of Advertising articles from June 1991

Journal of Advertising archives from June 1991

Television commercial evaluation in the context of program induced mood: congruency versus consistency effects.
June 1, 1991... This study examines the effect of the mood induced by television program content on subjects' evaluations of commercials. Specifically, happy or sad commercials are viewed in the context of a television program designed to induce these...

Understanding cross-cultural student perceptions of advertising in general: implications for advertising educators and practitioners.
June 1, 1991... The purpose of our study is to present a cross-cultural comparison of student perceptions toward advertising in general. While there exists considerable reserach on U.S. students' responses to predetermined statements about advertising in...

The moderating effects of ad message involvement: a reassessment.
June 1, 1991... Recent conceptual and empirical work by MacKenzie and Lutz has provided an organizing framework for understanding the brand attitude formation process under varying involvement conditions. The present study extends this research effort by more...

The changing attitudes of CPAs toward advertising. (certified public accountants)
June 1, 1991... This study examines the changes in accountants' attitudes toward advertising between 1976 and 1988. Three major metropolitan areas in the United States are sampled. Specifically, the article looks at accountants' general attitudes toward...

Negative advertising: the malicious strain of comparative advertising.
June 1, 1991... Conventional wisdom suggests that advertisers should approach the use of negative advertising with a great deal of caution. Perhaps because of its success in the political arena, negative advertising has recently been featured more prominently...

Information processing differences among broadcast media: review and suggestions for research.
June 1, 1991... The research literature on the processing and cognitive response differences among broadcast media is reviewed and considered in relation to recent theoretical advances, with particular attention being given to resolving he inconsistent...

Advocacy advertising, the First Amendment, and competitive advantage: a comment on Cutler & Muehling. (Bob D. Cutler and Darrel D. Muehling's article, 'Advocacy Advertising and the Boundaries of Commercial Speech')
June 1, 1991... A continuing difficulty in regulating corporate advocacy advertising is distinguishing between pol;itical and commercial speech. An article by Cutler and Muehling argues that the competitive impact of an advertisement should be a factor in...